Pp. 3-8

DOI: 10.24412/2071-3762-2022-3300-3-8
Anti-crisis Marketing in Economic and Political Ambiguity

Zuenkova Yulia Alexandrovna, DBA, member of Marketing Guild Union Council Peoples Friendship University of Russia (RUDN University); Miklukho-Maklaya str. 6, Moscow, Russia, 117198(This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the practical aspects of marketing management in the period of political and economic instability. It is shown that the crisis that arose as the results of military operation differs significantly from the previous ones, since it affected sectors of the economy that were intact before and affected the organization of marketing. The main anti–crisis marketing strategies are the following – responsive, proactive, collective and partnership strategies. The application areas of these strategies are considered. The article describes the main directions and features of marketing research during the crisis, in particular, the importance of assessing the level of anti-loyalty and brand avoidance is emphasized. Practical recommendations are given on reforming the product offer, pricing, channel management and promotion campaigns in a crisis. Social advertising and intra-corporate marketing represent an important direction of the company’s anti-crisis marketing policy. In times of crisis, an important condition for the success of marketing is its efficiency, dynamism, flexibility and high focus on commercial results. Anti-crisis marketing management should be based on the principles of consistency, early diagnosis and prediction of the commercial result and its dependence on the external environment, immediate reaction to destabilizing factors, rationality of decision-making, as well as high cohesion of employees of commercial, production and sales departments. Due to the high cyclical nature of economic crises, the anti-crisis marketing should become an important competence of a professional marketer.

Keywords: brand avoidance; price sensitivity meter; sanctions; anti-crisis marketing; internal marketing; crisis; marketing strategy.

Pp. 9-13

DOI: 10.24412/2071-3762-2022-3300-9-13
Evaluation of Brand Communications in Social Networks: Methodology of Professor D.A. Shevchenko

Shevchenko Dmitry Anatolyevich, Professor of Marketing and Advertising, Doctor of Economics, Honorary Member of the Guild of Marketers, ACAR expert, Scientific Director of the Academy of Image Studies, Faculty of Communicative Management of RSSU; 4 Wilhelm Peak str., building 1, 129226, Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In this article, an attempt is made to present the original author’s methodology for assessing the brand’s communication activity in social networks. The methodology presents metrics (criteria, indicators) that can be quantified using analytical services. In this case, the Russian social network analytics service: Jagajan (JagaJam). Some metrics require a qualitative assessment by professional experts. The results of the evaluation examination allow social network managers to conduct a comparative analysis of the relevance of their own content in the same or similar groups of competitors. The article provides a detailed description of metrics that will allow an SMM marketer, SMM analyst to master professional terminology, evaluate the effectiveness of brand communications with customers in social networks.

Keywords: brand assessment methodology; social networks; JagaJam; SMM marketer; moderator; content marketer; metrics.

Pp. 14-19

DOI: 10.24412/2071-3762-2022-3300-14-19
Development of Effective Strategies for Consumer Goods Promoting Using Neurotechnologies

Voronkevich Alena Borisovna, Applicant of the Logistics and Marketing Department Financial University under the Government of the Russian Federation; Kibalchicha 1, Moscow, Russia, 129164 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article describes the neurotechnologies usage possibilities to solve marketing objectives within FMCG promotion strategies development. An eytracking is allocated as the most suitable and cost-effective instrument for FMCG market analysis. The article provides the results of the comprehensive marketing study explored the transformation of consumer behavior in the FMCG market under the digitalization development influence in Russia using an eytracker. An algorithm for the effective FMCG promotion strategies formation is offered separately as well as an approach to evaluate the effectiveness of using neurotechnologies. The neurotechnologies is most appropriate at the following stages of developing a strategy for promoting consumer goods:
- market and competitors’ analysis;
- target audience analysis;
- marketing, communication and media strategy development.
The information obtained during the analysis will allow top managers of FMCG companies to develop an effective strategy for product development and promotion in a changing environment.

Keywords: fast moving consumer goods; marketing; digitalization; market research; online shopping; transformation; consumer behavior.

Pp. 20-27

DOI: 10.24412/2071-3762-2022-3300-20-27
Content Analysis of Modern Brands Advertising Strategies

Kostrova Yulia Borisovna, Candidate of Economics, Associate Professor, Head of the Department of Business and Management, Branch of Moscow Witte University in Ryazan; Pervomaisky Ave. 62, Ryazan, Russia, 390013 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Cherkashina Lyudmila Vladislavovna, Candidate of Economics, Associate Professor of the Department of Business and Management, Branch of Moscow Witte University in Ryazan; Pervomaisky Ave. 62, Ryazan, Russia, 390013 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Shibarshina Olga Yuryevna, Candidate of Sociology, Associate Professor, Deputy Head of the Department of Business and Management, Branch of Moscow Witte University in Ryazan; Pervomaisky Ave. 62, Ryazan, Russia, 390013 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The goal of the study is to identify the specifics of advertising strategies for global brands by conducting a content analysis of advertisement messages, their features evaluated depending on format – photo, video and audio. Content analysis was selected as a method of evaluation of the informative plane of advertisement messages. Advertisements aired within the last 10 years have been subjected to analysis. Hypotheses put forward within the research program have been confirmed. Research has shown that brands often recruit celebrities to promote their goods and services, while rarely offering thorough information on such goods and services in their advertisement messages. Another hypothesis which has been confirmed is that brands employ specific colors which help customers distinguish them from the competition. Another tendency of brand advertisement is also worthy of note. Brands actively employ social networks where they are able to demonstrate their product, interact with current and future customers. However, the authors point out that such a strategy cannot fully reflect the products being presented, and often incorrect brand profiles on the Internet can, on the contrary, negatively affect sales.

Keywords: brand; branding; content analysis; advertising strategy; advertising; advertising campaign; target audience.

Pp. 28-32

DOI: 10.24412/2071-3762-2022-3300-28-32
Advertising Tools in the Field of Increase of the Bank Customer Loyalty in Digital Environment

Lipkina Natalia Dmitrievna,2nd Year Master’s Student of the Economy and Business Faculty, Financial University under the Government of Russian Federation, Leningradskii prospect, 49, Moscow, Russia, 125167 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Balova Syuzanna Lyadinovna,Candidate of Economics, Associate Professor of the Marketing and Logistic Department, Financial University under the Government of Russian Federation, Leningradskii prospect, 49, Moscow, Russia, 125167 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to the formation of bank customers’ loyalty through the evaluation of the influence of different advertising tools’ usage. The author’s approach to the implementation of the bank advertising campaign in order to attract new customers and interact with current customers was made. The research of the main trends of marketing technologies’ development and its impact on change of advertising campaigns’ content may help the top management to form a fresh look on the advertisement of bank products and services. The article also draws conclusions about the effectiveness of non-standard approaches in the advertising activities of the bank in Russian competitive environment. Scientific novelty of the work consists in the formation of the comprehensive assessment of advertising activities of banks, which takes into account not only the general conditions of the banking advertising market, but also specific examples of promotional activities that have proven their effectiveness in practice. Within the research the authors formed the recommendations which will allow financial organizations to use advertisement more effectively to attract and retain customers, as well as to consider current trends while creating an advertising message.

Keywords: advertising; loyalty; bank clients; banking activity; digital marketing.